Google's Chrome Will Start Removing "Failing" Ads In February

by Dominic Parks December 20, 2017, 1:10
Google's Chrome Will Start Removing

Google already revealed earlier that it is going to start blocking specific ads in Chrome, but now we know when.

The native ad blocker that Google has built into its Chrome browser will get to work starting February 15, 2018, the search giant confirmed today.

On first reading, it appears that Google will start waging war on publishers around the internet who do not fall in line with the standard, but this may not, in fact, be the case. When those annoying ads will be eliminated, the users will never have to install an ad blocker, which stops all ads from loading, thereby, crippling the ad businesses.

Earlier this year, Google was rumoured to be working on a built-in ad blocker for its Chrome browser.

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When the company joined the Coalition for Better Ads, it vowed to block those annoying ads. This Program provides guidelines for companies like Google on how they can use the Better Ads Standards to help improve users' experience with ads on the web. But it will be blocking all ads from sites where even one ad displayed on the site doesn't meet those standards, even if the rest are technically in compliance. Google has noted in the past that ad blockers which do not discriminate hurt publishers that create free content and threaten "the sustainability of the web ecosystem". This is also where alleged violations can be appealed by website owners.

It won't block all ads just ones that are deemed aggressive by the Coalition for Better Ads whose members include Google, Facebook, Procter & Gamble, the Washington Post and groups from the advertising industry.

Google Chrome will remove/block all ads from websites that have a "failing" status in the Ad Experience Report, a tool Google is giving publishers, for more than 30 days. Despite the fact that Google makes the vast majority of its revenue from ads, the company sees its selective ad blocker as the natural evolution of pop-up blockers.


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